Best Practices CLE seminar at USA&M

I will be speaking at a Best Practices seminar at the United States Arbitration & Mediation (USA&M) center on
the Reptilian Theory: The New Frontier of Trial and Negotiation Practice. You can register online for the CLE here.

Don Kennan and David Ball discuss their “reptile approach” in their book, Reptile: The 2009 Manual of the Plaintiff’s
Revolution. This theory revolves around the psychology of persuasion and what our reptile brains respond to. Their
approach teaches us as trial lawyers how to use jurors’ primal instincts of safety and self-preservation to view our
arguments favorably.

Here is their website which lists their books discussing their approach. Unfortunately, they can
only sell their books to Plaintiffs’ lawyers, not insurance defense work.

However, I have spoken at CLE classes and written blogs on both jury selection and theories of persuasion, such as this
one on juries, discussing the roots of persuasion in well-established Illinois law.

Gary Burger

Founder | Injury Attorney
Gary Burger has dedicated his career to standing up against bullies. The founder and principal attorney of Burger Law | St. Louis Personal Injury Lawyer has helped hundreds of Missouri and Illinois individuals and families recover th …
Years of experience: 30 years
Location: St. Louis, MO

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